ABSA over­hauls its look, changes logo

Zambian Business Times - - BUSINESS REVIEW - By James Nyirenda

Absa has over­hauled its look, chang­ing its logo and colour scheme to one that has been inspired by Africa, mark­ing the shift from a Euro­pean-owned fi­nan­cial group to a proudly African firm.

As pre­vi­ously re­ported, part of the process in­volves a logo change, with the bank now adopt­ing a cir­cu­lar logo – as well as mov­ing to a dif­fer­ent shade of red.

How­ever, it’s not just one shade of red that will be linked to the bank, with African theme run­ning through the new brand­ing and a whole host of warm colours be­ing in­cluded.

Along with the new look launch­ing, it marks the point at which the en­tire Absa group moves on from be­ing Bar­clays Africa Lim­ited, and will be trad­ing as Absa Bank Lim­ited. This ap­plies to all its mar­kets.

The change will be most no­table in the group’s African op­er­a­tions where it has pre­vi­ously been trad­ing as a Bar­clays brand. In South Africa, the Absa name is al­ready fa­mil­iar.

While Bar­clays is no longer part of the Absa brand, it re­mains a part­ner in the group, and still has a 14.9% share­hold­ing in the com­pany.

Brand­ing in op­er­a­tions other than South Africa will still hold onto the cur­rent Bar­clays brand­ing for the time be­ing, with all banks across all coun­tries even­tu­ally be­ing brought un­der the Absa brand­ing. This process is sub­ject to reg­u­la­tory con­di­tions in each mar­ket, and is ex­pected to be com­plete by 2020.

New slo­gan and pur­pose

With the new look, Absa is also mov­ing on from its “Pros­per” cam­paign, adopt­ing two new slo­gans. The first is “Africanac­ity”, speak­ing to the way that the peo­ple of Africa al­ways find a way to get things done.

This will spear­head the group’s tran­si­tion to a new Absa – while “Brave. Pas­sion­ate. Ready.” marks the bank’s at­ti­tude.

“This ethos will be the driv­ing force that will de­fine the new Absa, con­tin­u­ally in­spir­ing a de­sired cul­ture that cre­ates op­por­tu­ni­ties for our cus­tomers to make ‘what is pos­si­ble’ real.” “The new Absa as­pires to be an en­tre­pre­neur­ial African bank­ing group with global reach. One that makes a real and last­ing con­tri­bu­tion to our cus­tomers and the so­ci­eties we op­er­ate in,” the bank said.

It has also adopted a new pur­pose state­ment – “bring­ing your pos­si­bil­i­ties to life”.

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